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brands can shape their own story and identity by sharing visual content and communicating with their audience. The dialogue formed on social channels is integral to a brand’s reputation, and therefore delivering unrivalled customer service on these channels is of the utmost importance. Investing in a PIM solution will also aid the growth of these channels, enabling retailers to generate product catalogues that are tailored to the different requirements of each platform. This will help retailers maintain their brand reputation across different sites and allow them to stand out from a highly competitive marketplace.
2. Connect the online and off line experience. Now the high-street has opened up again, instead of pivoting back to the traditional retail model, many retailers need to explore new ways to get their customers back in store. A connected online and off line experience can create a valuable layer of customer service to the
customer journey. For example, innovations such as QR codes that provide shoppers with additional information on a product or personalised offers dependent on their interests will motivate shoppers to make a purchase. Offering a free click-and-collect option will also increase footfall so that customers can collect an item during a time that’s convenient to them. Driving customers in-store will motivate them to browse products and encourage further purchases.
3. Onboard new technologies. To stay on top of the digital incline, retailers should integrate new technologies into their business model that can streamline internal processes and better satisfy customers by focusing on their needs. A study found that almost four out of five shoppers are interested in using new technologies when shopping. Technologies such as chat bots, virtual reality, augmented reality and voice assistants have already taken the market by storm. Other innovations are also starting to make their mark on retail such as
autonomous delivery robots, cashierless stores like the Amazon Fresh store recently opened in London and AI-powered advancements. Technology continues to push the boundaries of shoppers' expectations. The retailers that implement these solutions will be able to serve their customers with ease and ultimately future-proof their business.
As lockdown lifts and our lives return to normality, retailers need to capitalise the spending increase that’s to come, by ensuring they can deliver a seamless online and off line experience. A customer journey that combines physical activations with digital technology is one that is more personalised, engaging and will drive customers to return again. Furthermore, technology and social commerce will be crucial for UK retailers to stay relevant and profitable in the current retail climate.
The future of the industry will depend on technology to reach customers where they are, whilst providing a compelling digital experience that competitors can’t match.
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